by reading the case, you will take the role of Sarah Ryan, VP Marketing for Portland Drake Beverages (PDB) as described in the case Crescent Pure.  Sarah is responsible for marketing Crescent Pure a brand that competes in the nonalcoholic functional beverages market in the U.S. The product was acquired by PDB a month previously.  This will be the first time that Sarah and her team have been responsible for marketing the product.

Sarahs boss Michael Booth, CEO, has asked her to recommend a positioning strategy for the new product.  There are several options being considered, and Sarah thinks there are good aspects to all of them. To make the best recommendation she wants to prepare a thorough analysis to understand the marketing and competitive dynamics and to use this understanding to prepare her recommendation.  She feels this is important because none of her leadership colleagues have worked with this particular product before. While there is not time to do extensive new research, she has access to enough industry and consumer information to do this analysis.

Your need to prepare the situation analysis and positioning recommendation to give to CEO Michael Booth.